Beyond the Feed: Why Visual Storytelling is the New PR Strategy

While studying PR and communications, I spend a lot of time talking about the “message” of a brand. In my studies, we focus on how to reach audiences, build brand awareness and manage public image. But when I look at some of my favorite brands, I see that the most powerful messages aren’t written–they’re seen. Anyone can create a graphic that they think looks “cool” or is visually appealing, but when you create content through a PR and communications lens, you can convey that message in a much more effective way with far more impact on an audience.

As a first-year communications major, I am working towards my future career goals while incorporating my passion for the fashion industry. I’ve noticed that the most effective way to progress is to combine my creative side with my knowledge of strategic communication, and apply it to every project I work on. Whether I am writing editorial pieces for Temple’s Fashion & Business (F&B) organization or creating content for our social media, I rely on my communications background to ensure every piece aligns with our organization’s brand voice. This perspective allows me to truly convey the exact image F&B is trying to portray. 

My experience ranges from my position in F&B, creating content for small boutique fashion shows with Julia at ShopElla Boutique and managing client apparel orders at Fresh Prints. These roles have taught me that visual storytelling is the fundamental piece of a brand’s overall personality. I have become good at connecting a company's goals with how the public perceives them. Whether I am creating a simple graphic or an inspo board for a client’s design, I use my knowledge to ensure that every visual tells a story or reflects the vision. 

What Exactly Is Visual Storytelling?

Visual storytelling in communications is an art. Using images, graphics, colors and layouts, you can tell a story and share a message without relying solely on words. For example, there’s a difference between reading something and seeing a visual of it. Our brains process pictures more quickly than they do sentences or paragraphs. Like when someone says, “Let me paint the picture for you,” they’re making you visualize the idea so you can better understand what they are trying to say. This is why it is so important for a company or brand to act like a designer because that’s how they can captivate their audience. 

To apply visual storytelling to creating content, you need to start by establishing exactly what you want the viewer’s experience to be when they look at your brand. You don’t need a single logo or image that represents it as a whole, but you need to make sure all your creative elements come together in an aesthetically pleasing way. The fonts should work well with the colors, and the colors should work well with the images. That way, when it all comes together, it looks intentional and strategic. 

Effective Communication While Managing Client Orders 

Visual storytelling is only one half of the task. The steps you take before you even begin creating a visual are just as important. As a Campus Manager at Fresh Prints, I have learned that true communication happens when I act as the bridge between client needs and the final product. This role isn’t just about design–it’s about the communications side. When I sit down with a client, I prioritize active listening and put myself in their shoes. I take their apparel ideas, understand their specific organization’s identity and turn those thoughts into a real design. I ask them questions like, “Why do these colors align with your organization?” and “What vibe do you want to give off?” When I’m working with a sorority or fraternity, I’m going to design merchandise that encapsulates their chapter. This whole process is really just a strategy plan. I identify what the client wants to represent and say to the world and manage the whole order through production. As the main point of contact as a campus manager, I make sure the “message” doesn’t get lost from the first conversation to the final shirt. 

The Blueprint of Creating Visual Content

To make it simple, the strategic communication plan is the priority. Just as a writer chooses their words to build an argument, I use color and composition to build the narrative. In my work with creating social media content for F&B, I’ve learned not to just pick colors that look nice. A specific color palette can act as an immediate attention-grabber for an audience. Whether I am using high-contrast tones for one post and vibrant, lively palettes for another, I am strategically setting the “mood” of F&B. 

Having a brand kit is the number one thing I establish before starting a creative project. A brand kit is meant for the creator to reference when choosing the right typography, imagery and all the design assets needed for creation. This means having a solid collection of fonts, colors and photos to serve as an outline. That way, the posts will be versatile while still remaining consistent. 

A company’s visual style or “look” is very important because it acts as a hook, just like a paper you would write in school. It’s what their audience sees first. If a brand says it's modern, but its feed posts and photos look cluttered or inconsistent, the audience won’t trust the message. The visuals have to match the story, or the entire narrative falls apart. For example, when I created Instagram content for Julia Chiango, the owner of ShopElla Boutique, I didn’t just pick “pretty” photos to include in the posts. The goal was for me to highlight her collection release for the holiday fashion show. Not only did I focus on the lighting, mood and overall vibe of her company, but I also made it clear to her viewers that this was a festive holiday clothing release. Every choice was centered on communication to preview the new collection while still making it clear to her audience exactly what her brand values are.

The Bottom Line

What ties all of these experiences together is my “communications lens.” Whether I’m translating a client’s idea into a design or creating a visual for a social media post, I’m applying the same PR principles: identifying the audience, crafting the “message” and choosing the best way to show it visually. By combining what I learn from my studies and my passion for fashion, I’m learning how to make a brand stand out by really highlighting the power of visual storytelling. 

About the author

My name is Ella Henry-Schaeffer, and I am a communications student in the second semester of my first year here at Temple University. As a member of the PRSSA Digital Communications Committee, Fashion & Business Editorial Committee, and Fashion & Business Social Media Committee, I create written and visual content for the blog and social media pages. I specialize in merging fashion journalism with creative visuals. I’m driven by my love of fashion, writing, and sharing my ideas with the world, specifically in editorial design and the aesthetics of print magazines. I also have experience in backstage and front-of-house production from small fashion shows to large ones like New York Fashion Week. I am excited to see where my passions lead me in the future and thrilled to produce more blog posts for Temple PRSSA!